Carlton Film Promotions realised a great opportunity for car brand Toyota to promote its new family car, the Toyota Verso, in a nationwide dealership promotion with the eagerly awaited family film, Surf’s Up.

The aim of the campaign was to drive awareness of the Toyota dealer network and encourage consumers to learn more about Toyota and its model range.

Key Results

Toyota dealerships saw an increase in footfall by 2000 people over a 4-week period.

All preview screenings distributed 100% of tickets which were a huge success with 80% occupancy rates on the day, despite the sunny weather.

Press and radio activity supported this promotional activity using prize incentives. These included 4 tickets to an exclusive preview screening of Surf’s Up and a chance to win a family holiday to Orlando if they visited a local Toyota Dealer.

Preview screenings of Surf’s Up ran across 30 cinemas nationwide (approximately 6000 tickets in total); sites were carefully selected by cross-matching cinemas against the Toyota dealer network

Press adverts ran in key newspapers such as The Daily Telegraph and The Times in which the Surf’s Up artwork made the adverts more engaging to consumers. Adverts also played on radio stations (click here) nationwide for 4 weeks to drive awareness of the new Toyota Verso and competition.

click on the campaign to see a larger image